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Archive for the ‘60+’ Category

Mature Marketing Links of the Week: Blooming Boomers

Monday, March 30th, 2015
Cherry Blossoms in bloom. Source: Baddest Mother Ever blog

Source: Baddest Mother Ever

Our readers in the American Northeast may scoff at this headline and the thought that anything will ever bloom again. But in Oregon this past weekend they celebrated Cherry Blossom Day, and one of my favorite bloggers posted this gorgeous pic from Georgia. (Thanks for permission to share, Ashley!) There is the promise of spring.

In the meantime we promise to share the top links for 50+ marketing from the past week! Please share your thoughts — on marketing, on boomers, on blooming — in the comments.

1. MOST CLICKED: Multifamily Executive projects that senior housing will “boom” in 2015, based on a Marcus & Millichap report.

The report estimates that 11,600 units of independent living are under construction this year. This number is well-above the 3,000 independent-living units added to the nation’s stock last year. Meanwhile, the report also says there are about 18,900 units of assisted living and 6,800 skilled nursing units under construction this year.

The article also identified the top 10 states for senior housing construction. At the top of the list are Florida, Texas, Ohio and … Minnesota?

Read the full article: http://bit.ly/1bIU5cK

2. MOST SHARED: “A story of loss, change, growing older and family conversations.” That’s the kicker for Alan Wolkenstein’s piece called Carolyn Called, which explores how adult children and the senior they love found themselves at an impasse.

“Carolyn called several months ago. She had heard of me through her realtor, in that the two of us have collaborated on a number of home sales that involved elders and their adult children. Each of the situations was an emotional mess, and so was this one. Carolyn and her two sibs had ‘pushed’ their widowed father to sell his condo and sign up for a retirement home. Now, he was refusing to sign the papers for the sale, pack his ‘stuff,’ and move. He was essentially doing nothing in their view…but he was doing something.”

Read about the solutions being explored by these boomers and their caree in The New Social Worker: http://bit.ly/1BJ6p2Q

3. Of note:

Boomer Segmentation: CMO.com recently published a piece in which the author “learned something very revealing about the Baby Boomer generation.” Eric Holtzclaw learned, it seems, what Brent Green wrote about 9  years ago in Marketing to Leading Edge Baby Boomers, that the cohort actually can be seen as two groups.

Holtzclaw calls the first, born 1946-1955, the “Pre-Vietnam War Boomers” in his CMO.com piece; Green’s seminal book explores this Leading Edge cohort in depth. The second group Holtzclaw labels “Post-Vietnam War Boomers,” born 1956-1964; those marketing to older adults should be sure to read Green’s thoughts on Trailing Edge Boomers, aka Generation Jones.

Neither we nor Green are knocking Holtzclaw’s piece.

It just seemed a good time to encourage those newer to 50+ marketing … perhaps attracted by all that senior housing construction (grin!) … to take advantage of the great research and analysis that’s been done in the past.

RELATED: Items on this blog specific to Generation Jones: http://bit.ly/1G8iqDY

* Content is the starting line, not the finish line: 3 marketing truths for an information dense world, from Mark W. Schaefer. http://bit.ly/1Eq0ohA

* Late Bloomer – “Someone who blossoms on their own schedule:” CBS combines stats and stories in this look at second acts. http://cbsn.ws/19otKiM

Still seeing snowflakes, not petals, falling to the ground? Here’s a video about blooming that should brighten your Monday.  

Hat tip to Ronni Bennett for this hysterical video!

Mature Marketing Links of the Week: The Power of Technology

Monday, March 23rd, 2015

Happy Monday!  This week our mature marketing stories of interest focus on technology—the power it provides for connecting with family and taking charge of our own health.  Have something to share? We’d love to hear from you.

MOST CLICKED:  The most clicked mature marketing story of the week was a blog post by one of our favorites, Chuck Nyren.  In the post Chuck chronicled his adventures in the hospital after a fainting spell, sharing his interactions with doctors, not-yet-doctors and the like.  After his “team” tossed around a number of likely reasons for his fainting, Chuck took the matter in his own hands and searched his symptoms online.

Early next morning. I grab my smartphone and search for orthostatic hypotension, find out there’s a good chance certain prescription drugs cause it, I search for a medication I take right before bed. Bingo. Recent studies link fainting to the med. If there’s a culprit, that’s the culprit.

While self-diagnosis (especially if you’re not a doctor) isn’t encouraged, many utilize online searches for this very need.  For marketers, knowing how your senior target uses technology (in real-time) is important when developing an integrated marketing strategy. Make sure you have a digital presence and the information you provide is easily digestible through a variety of platforms.

Read the full blog post.

MOST SHARED: According to a recent eMarketer article, mature consumers aren’t rejecting newer technology, they are Grandparent technologyembracing it.  The article highlighted findings of digital methods used for communicating with grandchildren.  What they found is that 54% owned a smartphone and 46% a tablet, with the most popular communication avenues including email, text and video conferencing.

Grandparents acknowledged that digital tools had reshaped the frequency and method of communicating with younger generations. Among this group, nearly half said that technology gave them the ability to communicate more with their grandchildren than they did with their own grandparents, and one-fifth even spent more time communicating with their grandchildren online than offline.

Creating Results’ Social, Silver Surfers research reinforces this trend of technology usage.  In fact, we found that email is the leading social tool among boomers and seniors.  While traditional print and online avenues are important, don’t be afraid to consider the possibilities for reaching your audience in a variety of digital methods.

RELATED: What older people do online infographic

Mature Marketing Links of the Week – Nursing Homes: Abolish or Evolve?

Monday, March 16th, 2015

Every Monday we recap the top links of the week, the resources shared via Twitter, LinkedIn or other social platforms that most engaged our audience. This week’s round-up has a senior care slant to it. However the central idea — that the structures and institutions currently serving our elder population will not be able to do so in the future — applies to many industries. We’d love to hear your thoughts, below!

senior-housing-forum-logo1. MOST CLICKED: Steve Moran of Senior Housing Forum and Bill Thomas of Changing Aging declare war on the traditional way of providing nursing home care.

Moran first quotes Thomas, a self-declared “nursing-home abolitionist:”

“Buoyed by astonishingly low expectations and a reimbursement system that literally pays them for making their patients sicker and weaker, nursing homes represent the one part of our health care system that has seen little substantive change in more than half a century … Imagine the difference it would make if every state committed to revoking the licenses of the 10, 30 or 50 worst nursing homes within its borders– and they did so every single year.”

Thomas’ fire prompted further incendiary language from Moran:

 

“We have a system that gives us what we have. A reimbursement system that is not adequate to provide decent care, a living wage to line staff, and a decent bottom line for providers.

We have a patchwork system that demands vast amounts of time be spent on documentation in order to stay out of the hair of regulators and to protect owners from predatory attorneys.

We have a cat & mouse payment system that provides the greatest amount of compensation for the most interventions without a lot of attention being paid to outcomes.”

Read the post: http://bit.ly/1BLycDa. We’re curious to see the conversation it will spark!

2. MOST SHARED: Todd Harff and I had the privilege of speaking at the 2015 Ziegler/Leading Age Massachusetts Senior Living Symposium last week, where there was a lot of discussion about the future of nursing homes.

It’s not quite abolition, but demographic shifts are impacting the system already. People are moving to independent living older and sicker; as a response, many continuing care retirement communities are shifting away from skilled nursing and into high acuity assisted living.

System Trends - LeadingAge Ziegler 2015

Lisa McCracken of Ziegler noted two factors that will impact how nursing care and all senior living evolves in Massachusetts:

1) the state’s 65+ population is rising faster than the national average

2) 8.8% of Massachusetts’ 65+ seniors are at or below the poverty level (vs. 9.6% of U.S. seniors)

That latter statistic became our most shared item of the week.

3. Also of note: Two more items related to the evolution of senior housing.

* Creating Your Own Retirement Community – Next Avenue, as seen in Forbes – http://onforb.es/1CmONj2

* Aging Single Americans To Push Senior Housing Demand – Senior Housing News – http://bit.ly/1FrNoa6

RELATED: “All The Singular Ladies”

 

What do YOU think? What kind of transformation, if any, is ahead for nursing homes, senior living or other elder-focused businesses? Please share your comments below.

 

Mature Marketing Links of the Week: Dancing Grannies & Email Preferences

Monday, March 2nd, 2015

Happy Monday!  Let’s jump right into the mature marketing stories of the past week that had people clicking and sharing.  Have something to share?  We’d love to hear from you, just leave a note in our comment section.

 

MOST CLICKED

Cover songBy far the most clicked story of the past week was a Mashable article that shared a video of a remake of “Uptown Funk”.  This fun video featured seniors age 65-92 remaking the catchy song their way.  You can’t help but dance and tap your toes when you check out this fun remake.

Watch the video here.

 

MOST SHARED

At Creating Results we’ve long shared that email is a top avenue for engaging mature consumers. A recent MarketingSherpa survey reinforced this through findings from a recent study which noted that more than 70% of adults rank email as the #1 communication method with brands. During a survey individuals were asked to identify their preferred avenues for engaging with brands, with email blowing the others away.

sherpa emailInsights from the survey included:

*  Email was tops for females 65+ with 64% preferring this channel.

*  64% of those 55 and better selected postal mail.

*  34% of all respondents identified print media as a primary channel.

Read the full survey here.

The take away? For marketers it is important to utilize an integrated marketing approach.  This will effectively ensure you reach your target market where they are most comfortable engaging with you.

RELATED: Creating Results uncovered similar preferences within our Social, Silver Surfers research about email, as well as other digital portals including websites.  Click here to learn more and download our eBook

 

Mature Marketing Links of the Week – Aging Issues and Inspiration

Monday, February 23rd, 2015

Good morning! Did you watch the Academy Awards show last night? Inspired by the “choose your own adventure” biography of host Neil Patrick Harris, today’s blog post offers choices. You can go immediately to the practical (top links for mature marketing) OR jump to heartwarming (some Oscar- and aging-related thoughts). Or, throw caution to the wind and do it all!

Either way, I promise this show won’t take 4 hours.

Inspiration

LeadingAge_Square_Logo_Large1. MOST CLICKED: Get inspired! LeadingAge showcases 30 outstanding projects in assisted living, CCRCs, nursing homes in their 12th edition of the Design For Aging Review. http://bit.ly/18fR3vl

2. MOST SHARED: The danger of “end of life poverty” as 4 million Americans turn 65. While the topic sounds depressing, the author, Ai-jen Poo, sounded several hopeful notes in her interview with NPR, such as

“[T]he baby boom generation in particular is such a culture-driving generation. I mean, rock ‘n’ roll — and so much has changed in our culture as a result of the baby boom generation. They are the generation that’s aging, and if any generation is going to change how we orient around aging, it’s going to be that generation.”

Read or listen to the interview at http://n.pr/1ABIGTS

3. Also of note: This Is How We Watch Video Now, says Seth Godin:

“Forty years ago, Stanley Kubrick showed us 2001. The first 90 seconds are without dialogue and solid black. It’s hard to imagine that working as the intro to a YouTube video today.

Instead, our finger is on the mouse trigger, ready to leave in a moment. Not only that, but instead of leaning forward, we’ve got our shields set to level 7, wary of what’s to come.”

Read Seth’s post at http://bit.ly/1EmSWSN.

Issues

I was touched to see the Oscar spotlight shine briefly on an issue important to older adults and those who care for them — Alzheimer’s disease.

Country star Tim McGraw performed “I’m Not Gonna Miss You,” from the documentary Glen Campbell … I’ll Be Me. The movie focused on Campbell’s goodbye tour after his Alzheimer’s diagnosis. The Oscar-nominated song is a a bittersweet note that Campbell’s love for his family will remain as his memory of them fades.

Julianne Moore took home the Best Actress statue for her turn as a woman diagnosed with early onset Alzheimer’s in Still Alice. In her acceptance speech, Moore said “So many people with this disease feel isolated and marginalized. And one of the wonderful things about movies is that it makes us feel seen and not alone. People with Alzheimer’s deserve to be seen, so we can find a cure.”

The Oscars draw audiences of more than 40 million. For helping bring attention to Alzheimer’s, it’s now our turn to thank the Academy.

Mature Marketing Links of the Week – I Can Relate

Monday, February 16th, 2015

“Thomas Jefferson once said, ‘We should never judge a president by his age, only by his works.’

And ever since he told me that, I stopped worrying.”  – Ronald Reagan

Happy Presidents Day! For our readers in the U.S., today is the official celebration of George Washington’s birthday. But never fear — the Creating Results’ team wouldn’t let a federal holiday get between you and the top mature marketing links of the week.

1. MOST SHARED: A Last Thought from Las Vegas: Put Away the Poker Face

Creating Results’ Sally O’Donnell wraps up her series of posts offering a millennial’s perspective on marketing to baby boomers. This latesTOA-new-site-ratingst installment looks into transparency and why creating an environment of trust is actually a service to older home buyers. Testimonials and ratings help people relate to the current residents of a 50+ community.

“Millennials like me rely heavily on Yelp, for example, to find restaurants, hotels, etc. More and more 50-plus homebuyers are using similar tools to influence their purchasing decision.

Because there has been such a shift toward digital with less face-to-face time, it’s increasingly difficult to build trust with online prospects. Something as simple as a positive review tells a compelling story and reinforces confidence in your brand.”

Read more at http://bit.ly/1DY5hwI.

2. MOST CLICKED: 50 shades of white?

AdAge reports that sex therapist and media personality Dr. Ruth Westheimer is the new face of a laundry campaign. “Think of Valentine’s Day or sex, and chances are laundry doesn’t immediately come to mind. Clorox Co. has enlisted Dr. Ruth to change that.”

The 86-year-old brings her trademark good humor to the campaign. We had fun discovering she also has nearly 85,000 followers on Twitter. Seattle fans will want to look away …Tweets by Dr Ruth

Only 10% of Twitter users are older than 65. So this means it’s mostly the young who are following Dr. Ruth. They do so not because she’s a peer but because they relate to her humor and forthright approach.

Read more on the Clorox campaign at http://bit.ly/1BgYeiS.

RELATED: We’ve always appreciated marketing to baby boomers and seniors that recognizes these older adults as sexual. You don’t stop being interested in romance, sex and connections just because your AARP card has arrived. Click here to see how we addressed the topic in 2012, on this blog.

3. Also of noteRetiree housing wealth is “Battered but still significant,” reports MarketWatch  http://on.mktw.net/17Gs1VZ

 

Did you relate to any of the items in this week’s round-up? If so, please share your thoughts below!

A Last Thought from Las Vegas: Put Away the Poker Face

Wednesday, February 11th, 2015

Third in a series of posts reflecting on marketing homes to 50-plus homebuyers, from a Millennial’s perspective.

Last week I shared two take-aways from my time at the International Builders’ Show in Las Vegas — the importance of grabbing a prospect’s attention and the need to invest in a website the way you would a model home. We finished post #2 with a question:

“What’s the one thing your brand can give boomer homebuyers that they can’t search for on Google?”

If you guessed “service,” you’d be hitting the jackpot! Today’s 50-plus homebuyers are expecting on demand, high-quality service when it comes to their purchasing decisions. It is critical that your team meets boomer expectations.

How can you do this?

1) Create an environment of trust and transparency. Previously, buyers would rely on longevity for purchasing decisions. For example, your family has gone to Walgreens for decades. Therefore, it is your “trusted” go-to pharmacy. Nowadays, buyers are more concerned with transparency vs. longevity. Think about those calorie counts on all food menus. While learning how many calories are really in that “skinny” salad could ruin your appetite, the transparency allows for a feeling of confidence in the brand.

You want your sales teams to convey that same feeling. 50-plus homebuyers want transparency in price, offerings and selections. This means that your team should have a strong grasp on all of these pieces to deliver high-quality service – creating credibility and a bond between you and your buyer.

2) Resident testimonials are a powerful tool to use in marketing to boomers that can communicate transparency. From a millennial perspective, I appreciate a story from someone in my demographic. But, there are so many variables and perspectives that it sometimes can be hard to relate. For example, I follow a few fellow millennial fashion bloggers to keep up with what’s in style. They may be the same age as me, but I don’t actually relate to them – there is no way I would spend $2,500 on a handbag.

The 50+ audience is different. Their upbringing and current situations are more aligned than my generation. They are looking for similar things in this stage in their lives. Use that to your advantage. Leveraging positive experiences from your homeowners through testimonials is a service. It allows for your target audience to say “I relate to that person and I can picture myself there.”

Source: North Hill

3)  Ratings and reviews are another increasingly popular way to create an environment of trust. Millennials like me rely heavily on Yelp, for example, to find restaurants, hotels, etc. More and more 50-plus homebuyers are using similar tools to influence their purchasing decision.

Because there has been such a shift toward digital with less face-to-face time, it’s increasingly difficult to build trust with online prospects. Something as simple as a positive review tells a compelling story and reinforces confidence in your brand.

Creating Results recently applied these insights into a site redesign for leading 50-plus homebuilder, Traditions of America. Their ratings and reviews pages are something they can give buyers that Google can’t.

TOA-new-site-ratings TOA-new-site-reviews

 

Your marketing is definitely not something to gamble with. By incorporating these ideas and suggestions, you can bet that you’ll reach your 50-plus audience in an impactful way.

How do you plan on hitting the marketing jackpot? Share your thoughts in the comments section below.

RELATED: Part 1, Playing the Best Hand to Reach Your Audience

Part 2, How to “Up the Ante” When Marketing to Baby Boomer Homebuyers

How to “Up the Ante” When Marketing to Baby Boomer Homebuyers

Thursday, February 5th, 2015

Second in a series of posts featuring insights from the 2015 International Builders’ Show in Las Vegas.

While at the International Builders’ Show I attended a session which offered some interesting stats on home buying and your website:

* 92% hunt for their new home online

* 75% of prospective buyers start searching within a year of purchase – starting with Google

* 36% use their mobile phone as their shopping companion

Those stats, from the National Association of Realtors, are for buyers of all ages. Creating Results surveyed senior and baby boomer homebuyers, and found that 37% of “Social, Silver Surfers” have rejected a community solely based on their website.

YResponsive website, active adult builder Traditions of Americaour website is rapidly becoming the most powerful part of the sales process. The reason is simple: baby boomer homebuyers form an opinion of you before they even step foot on your site entirely based on your website. The statistics speak for themselves. And while it may be a harsh reality, you’ll lose prospects if your website doesn’t meet their standards.

It’s time to invest in your website the way you would invest in a model home or printing collateral. Treating your website as the heart of an integrated marketing plan is your best bet.

A strong website is responsive with rich content. Responsive design is an increasingly popular (and recommended) approach that provides visitors with an optimal viewing experience across a wide range of devices (mobile, tablet and desktop). Going responsive should be your goal this year – not only to provide your users with a positive experience, but also to get on Google’s good side. Google rewards responsive/mobile-friendly sites with higher organic search rankings.

Believe it or not, Millennials are not the only ones on the go. Yes, my cell phone may be within arm’s reach of me at all times. But that’s true of baby boomers, too!

88% of baby boomers have a cell phone. At the same token, 37% of those aged 50-64 own a tablet – and that number is rising fast. Developing a mobile strategy through responsive design allows you to get ahead of your baby boomer audience, stay on the digital curve, and most importantly, be visible.

Pew-US-Tablet-Adoption-Rates-in-Jan-2014-Jan2014

Website upgrades are a solid investment, one that will absolutely pay off. Being visible online to your prospects is increasingly becoming the only way to reach them.

But what’s the one thing your brand can give boomer homebuyers that they can’t search for on Google? We’ll explore that in our next post.

 

RELATED: Part 1, Playing the Best Hand to Reach Your Audience

Playing the Best Hand to Reach Your Audience

Wednesday, February 4th, 2015

A Millennial’s Perspective on Marketing to Boomers

In the spirit of gambling…
When someone considers a 24-year-old heading to Las Vegas, I’m willing to bet they don’t think she’s there to learn about marketing to boomers.

Crowds at International Builders' Show, 2015

Source: International Builders’ Show, 2015

Believe it or not, that’s just what I got to do two weeks ago at the International Builders’ Show. Me and 125,000 builders, marketers, designers and more hit the Las Vegas Convention Center – all 3.2 million square feet of it – to kick off 2015. There were opportunities to learn new trends, share expert advice and, most importantly, tap creative and innovative ideas to put into play this year.

While I’m not much of a gambler, Vegas did teach me some tricks to play my cards right when marketing to not only the 50+ audience, but also homebuyers of any age.

For the next few days, I’ll be sharing insights from Las Vegas that can help you “win” with baby boomer homebuyers.

Lucky Number 8

Did you know that the average attention span now is only 8 seconds? That’s less than the attention span of a goldfish. While I didn’t even know that goldfish had attention spans, it brings to light a critical issue in marketing to your audience.

You now have less time than it took Usain Bolt to break a world record to introduce and reinforce your brand so that people even take a second look.

How do you do this?

Color Emotion Guide - Source: The Logo Company

Source: The Logo Company

1) First off, people are visual. The use of color in your strategy can convey so much in so little time. The Color Emotion Guide shows consumers’ responses to certain colors. What does your logo say about you?

While I am a millennial myself, understanding the 50+ audience should influence your strategy regarding color and design. As you age, eyes and comfort levels change. Calm tones of blue, green and purple are the most appealing, while serif fonts are most readable.

2) The use of bold and eye-catching imagery is another way to convey emotion quickly. (Download our whitepaper “15 Design Tips for the Mature Consumer” to learn more about photography and color use with baby boomers.)

3) Beyond that, phrasing is key. With digital marketing taking precedence, you now have even less space and less time to deliver messages.

To get lucky in 8 seconds or less, don’t try to say everything at once. Focus on what makes you different – whether that’s your location, your offerings, your lifestyle, etc. What makes you special enough for a prospect to want to learn more?

Keep it short so that after 8 seconds, they head to your website. That is where you want them to dig deeper…

And where we’ll focus tomorrow’s post.

Mature Marketing Links of the Week – You Tell ‘Em, Seniors

Monday, January 26th, 2015

It’s a sad fact for many seniors that as they age, they feel ignored. (Certainly most of today’s youth-focused advertising overlooks older adults!) This week’s recap of top mature marketing links shares two stories that buck that trend.

90 year old product designer Barbara Beskind. Photo source: Nicholas Zurcher/IDEO

Photo source: Nicholas Zurcher/IDEO

1. MOST CLICKED: At 90, Barbara Beskind is designing tech for aging boomers.

After seeing a feature on the innovation firm, IDEO, in which the founder emphasized the need for a diverse team, she wrote the firm. Her hiring added a new kind of diversity: age.

Beskind also has macular degeneration, making her perspective highly valued at a company designing products to help aging consumers.

“Beskind says as she gets older and faces new problems in the world, she’s thankful she’s a designer. ‘It makes aging more tolerable, more enjoyable,” she says. “I enjoy the age I’m in. I think it’s one of the best chapters of my life.'”

Hear the story on NPR: http://n.pr/1JsTMi0

A not-unrelated stat: The average age of a Creating Results team member is 42 years old. Our maturity means that clients don’t have to struggle with a 22-year-old designer who wants to be cool and trendy; we get the need to balance fresh creative with considerations for aging eyes. And we are, many of us, in the lifestage our clients market to. We’re wondering about our next chapters, helping aging parents find the right housing solutions, planning for retirement of some sort …

2. MOST SHARED: If you could say ONE thing to a younger person, what would it be? A YouTube producer called Freddy Fairhair (yup) asked seniors in a number of countries that question. Their answers proved inspiring to Creating Results’ followers on various social platforms!

What advice would YOU give? You don’t have to be a senior … Thoughts from all our readers are welcome in the comments below.

3. Also of noteTech tips topped the Twit parade this week –

* Via SurveyGizmo (my personal favorite for online polling and surveying): Handy 9 point checklist for optimizing your PPC landing pages http://bit.ly/1LaO9qw

* Via Hurricane Media: How to create an engaging, “winning” YouTube channel http://bit.ly/1yV6YZW

* Via Duct Tape Marketing: 5 ways to get the most out of social media marketing. http://bit.ly/1EMdhiU We’d of course add a 6th way: study how the boomer and senior audiences differ from other ages! http://bit.ly/SocSilTw 

 

George Bernard Shaw wrote that “We are made wise not by the recollection of our past, but by the responsibility for our future.” At Creating Results, we’re looking forward to another week doing what we can to create a more positive future for older adults. Happy Monday!


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